The beauty industry is saturated and is not kind at all. The rule is simple- you get forgotten if people aren’t speaking about your brand- out of sight, out of mind. So how are small businesses and indie brands supposed to keep up?
Influencer marketing of course! If you are not already in the know, Influencers are changing the beauty game as we know and understand it. These individuals usually attract cult-like followers on social platforms like Instagram and YouTube.
While influencers may not be your typical celebrity models or cover girls, their posts are designed to compel hundreds if not thousands of prospective shoppers to actually purchase the products recommended. Beauty influencers don’t merely share beauty tips with their followers; it’s all about selling brands.
As a business owner, it is all too easy to get caught up in your idea. You just know that your product or brand is going to be a remarkable showstopper. But too often, a lot of beauty entrepreneurs forget to collaborate and network, which often leads to failure or stunted growth.
How important is it to collaborate and network in the beauty industry?
Here is a cold hard fact for you: in this industry, very few go at it alone. Whether there is a new line being promoted, new products being launched, or new campaigns being introduced, the spirit of collaboration in the beauty industry is everywhere.
In beauty, collaborations come in various shapes and sizes and they are especially vital in this day and age of social media that we live in. Collaborations in the form of influencer marketing may seem like a new marketing trick, but such tactics have always been around. Creative beauty directors and business owners know that shared effort and having a unified vision can produce remarkable results both in the creative arena and in business.
Today, for a beauty brand to succeed, it has to find ways to be more relatable and accessible. Networking and collaborating with influencers is not only an essential component of marketing to modern consumers, but it is also as much about maintaining a strong social media presence, which is invaluable.
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The dynamic duo: influencers and beauty brands
Behind every popular beauty brand’s name, credibility, and identity stand several influencers. Influencers work to keep brands ranked high on the market with each new product launch.
Collaborating with influencers seems to be a ticket to success and brands that opt to work together with influencers use this smart technique to draw more attention to their products. But how can a brand get an influencer to collaborate with them?
While connecting with influencers and bloggers in your niche will certainly have benefits for you, the process of reaching out to influencers is not necessarily the most straightforward. If your sole intention is to promote your beauty brand, you have to be very careful about how you reach out as the relationship to be established should be mutually beneficial.
If you are looking for how you can work with influencers, here are tips that will help you professionally reach out to influencers via social media:
1. Start by establishing a connection
Once you identify which influencers will work best with your brand, the first thing that you should do is to establish a connection through some form of initial contact or engagement. An easy way to do this is by finding and following potential influencers across their online channels.
Doing so will allow you to get familiar with their style and so that you can begin to understand the kind of content they generate. This will give you the ammunition that you need when it is finally time to communicate and develop common ground with them.
2. Make direct contact on their social channels
When you are finally ready to reach out and make contact, you want to cast a wide net but you also want to make sure that it is still personal. Reach out to the influencers that you want to work with first on their most active platforms and channels and ensure that you send a simple but detailed message of why you love what they do, their personal story as well as why you would like to collaborate with them.
Keep in mind that the initial message is not solely about brand building but it is more about connecting with the influencers that you want to work with on a personal level so that the relationship can develop into a mutually beneficial business arrangement. The last thing you want to do is sound like you are making a spam sales pitch.
3. Figure out your offer
Once the influencer you want expresses interest in collaborating with you, then you will need to determine a suitable offer. The offer that you make will be based on several factors such as:
- The number of followers the influencer has. An influencer with 20,000 followers is bound to ask more than one with 2,000 followers.
- What are you offering in exchange? Do you need a couple of mentions? Or do you intend to make this a long-term thing?
- What’s your budget? Keep in mind that you need to spend money to make it but don’t offer any more than you can handle.
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